Affiliation:
1. Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, India
Abstract
A major obstacle in the realm of digital business is striking a balance between automation and human interaction. CRM systems, business intelligence, and machine learning (ML) are some digital tools that can help scale marketing operations. However, they can also result in bad service and impersonal, misdirected communications. It's not at all an abstract issue. Companies that over-automate procedures and depend too much on technology run the danger of failing. Customers' most valuable experience—feeling valued and respected—virtually vanishes. It should come as no surprise that the accumulation of negative experiences—from pointless emails to being unable to get in touch with someone when needed—erodes consumer loyalty, drives away clients, and destroys revenue. How might an automated system help an organization keep its human touch? In what ways may technology be utilized to make a positive impact on customers? Even though it would be easy to see these two ideas as antagonistic, they work well together.